The Imperative of the S.A.V.E Model – A Critical Argument for Customer-Centric Marketing in Contemporary Business

Munyaradzi Mhaka
Additional contact information
Munyaradzi Mhaka: Department of Business Management,Lupane State University, Zimbabwe

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 7, 377-381

Abstract: The traditional 4Ps marketing mix, while foundational, inadequately addresses the complexities of today’s dynamic, customer-empowered business environment. This paper argues for the immediate adoption of the S.A.V.E. marketing model (Solutions, Access, Value, Education) as a more relevant and effective framework for contemporary businesses. Shifting the focus from product-centricity to customer-centricity, S.A.V.E. enables organizations to build stronger customer relationships, differentiate themselves in the market, and achieve sustainable competitive advantage. This paper articulates the nuances of each S.A.V.E. element, drawing on the insights from Ettenson (2013) and other marketing scholars, and demonstrates its superiority over the traditional 4Ps in the current business landscape.

Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijrsi/d ... -issue-7/377-381.pdf (application/pdf)
https://rsisinternational.org/journals/ijrsi/artic ... ntemporary-business/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjc:journl:v:12:y:2025:i:67:p:377-381

Access Statistics for this article

International Journal of Research and Scientific Innovation is currently edited by Dr. Renu Malsaria

More articles in International Journal of Research and Scientific Innovation from International Journal of Research and Scientific Innovation (IJRSI)
Bibliographic data for series maintained by Dr. Renu Malsaria ().